品牌策略、銷售促進、品牌形象、品牌知名度與品牌績效之研究-以平價服飾零售產業為實證

A Study on Brand Strategy, Promotion Strategy, Brand Image, Brand Popularity, and Brand Performance – An Empirical Investigation of the Value Clothing Retail Industry

朱隽緜(Chun-Mien Chu)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2011年)

https://doi.org/10.6841/NTUT.2011.00002

摘要

「亞洲是新一代平價品牌的戰場」。H&M今年在亞洲獲得2位數的高成長，中國、日本、香港等地都有漂亮成績，更直接促成H&M積極發展亞洲市場的決心。除增加大陸二線城市的據點外，還考慮新增泰國、台灣等市場。許多歐美平價品牌不畏經濟風暴堅持平價訴求，在亞洲據點皆傳佳績。
產品最終接觸者是消費者，進行品牌策略決策的同時亦需考慮到對消費者的影響，假使採取新的品牌策略同時亦需考慮到是否會削弱或損壞原有的品牌形象，亦使其品牌知名度受影響及最後對品牌績效的影響等等都是值得探討的議題。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌策略、銷售促進、品牌形象、品牌知名度及品牌績效的理論架構。以大台北地區之民眾為研究對象，透過問卷調查法，並以AMOS結構方程模式探討該產業中品牌策略、銷售促進、品牌形象、品牌知名度與品牌績效之關連性。
研究發現：品牌策略對品牌形象，品牌策略對品牌知名度、銷售促進對品牌形象、銷售促進對品牌知名度及品牌知名度對品牌績效皆有顯著的正向影響，而品牌形象對品牌績效無顯著影響。以此發現可供研擬行銷策略提供業界做為參考依據。

關鍵字

品牌策略 ； 銷售促進 ； 品牌形象 ； 品牌知名度 ； 品牌績效

並列摘要

With the improvement of living, People are willing to enhance their quality of life. While consumers face various products, the brand gradually become a goal they pursued. Urde (1994) pointed out, the difference among products tend to become smaller. If just rely on the superiority of the product can not win in the market, the brand has become the key to survival and growth. Therefore, brand building and management not only the main reason the company runs their business, but it can also enhance the critical competitive advantage.
This study will be discussed by the relevant documentation, integration and related works of the past academic research. This research has developed a brand strategy, promotion strategy, brand image, brand popularity and brand performance relationship and theory framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the Taipei city and Taipei County to carry out the empirical test.
The most significant findings are as following:
1. There is a significant, positive correlation between Brand Strategy and Brand Image.
2. There is a significant, positive correlation between Brand Strategy and Brand Popularity.
3. There is a significant, positive correlation between Promotion Strategy and Brand Image.
4. There is a significant, positive correlation between Promotion Strategy and Brand Popularity.
5. There is a significant, positive correlation between Brand Popularity and Brand Performance.
6. There is not a significant, positive correlation between Brand Image and Brand Performance.
The survey takes the empirical investigation of the value clothing retail industry evidence on the relationship between the different variables. Besides, this research is expected to provide some suggestions for improving brand strategy to get brand performance

並列關鍵字

Brand Strategy ； Promotion Strategy ； Brand Image ； Brand Popularity ； Brand Performance

參考文獻

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